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Show Results For
- All HBS Web
(3,617)
- People (15)
- News (950)
- Research (2,117)
- Events (8)
- Multimedia (71)
- Faculty Publications (1,497)
- April 2021
- Teaching Note
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; Europe; North America
- March 2020
- Case
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
- 23 Apr 2012
- News
How to Brand a Next-Generation Product
- 10 Sep 2012
- HBS Case
HBS Cases: Branding Yoga
positions taken by a number of people. It wasn't just a descriptive story." “There are two elements of brand authenticity, and they appeal to two different sorts of people” Deshpandé decided that the... View Details
- 04 May 2009
- Research & Ideas
What’s Next for the Big Financial Brands
headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do... View Details
- 15 Dec 2008
- Research & Ideas
The Surprisingly Successful Marriages of Multinationals and Social Brands
systems and capabilities that are needed for going to and operating at scale that would take the social icon years to build. So structured correctly, an acquisition strategy can effectively marry the View Details
- 19 Mar 2014
- Research & Ideas
A Brand Manager’s Guide to Losing Control
charge of public discussions about the brands they use. And while marketers have tried to take part, they've had to face the fact that social media platforms are primarily meant for conversations among... View Details
- November 1999 (Revised April 2001)
- Case
General Brands Corporation (B)
By: David F. Hawkins
Keywords: Consumer Products Industry
Hawkins, David F. "General Brands Corporation (B)." Harvard Business School Case 100-045, November 1999. (Revised April 2001.)
- 10 Sep 2012
- News
HBS Cases: Branding Yoga
- 01 Apr 2008
- News
The Brand Called Obama
- 2010
- Working Paper
Quality Provision, Expected Firm Altruism and Brand Extensions
By: Julio J. Rotemberg
This paper studies quality choice in a model where consumers expect firms to act altruistically. It is shown that, under plausible assumptions regarding this altruism and the reaction of consumers to firms that demonstrate insufficient altruism, existing firms (or... View Details
Keywords: Brands and Branding; Consumer Behavior; Product Development; Corporate Social Responsibility and Impact; Quality; Mathematical Methods
Rotemberg, Julio J. "Quality Provision, Expected Firm Altruism and Brand Extensions." NBER Working Paper Series, No. 15635, January 2010.
- October 29, 2020
- Article
How to Build a Digital Brand That Lasts
By: William Collis and David Collis
What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers... View Details
Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
- 2016
- Chapter
Luxury Branding Research: New Perspectives and Future Priorities
By: Anat Keinan, Sandrine Crener and Silvia Bellezza
Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details
Keinan, Anat, Sandrine Crener, and Silvia Bellezza. "Luxury Branding Research: New Perspectives and Future Priorities." Chap. 2 in Online Luxury Retailing: Leveraging Digital Opportunities: Research, Industry Practice, and Open Questions, 16–33. Philadelphia: Wharton School, Baker Retailing Center, 2016.
- 26 Mar 2010
- News
Forge ahead, and build your brand
- 09 Jul 2024
- News
Non-Fungible Tokens (NFTs) and Brand Building
- September 2008 (Revised June 2010)
- Case
Hearts On Fire - Brand Development Manager
By: Frank V. Cespedes and Benson P. Shapiro
Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact... View Details
Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy
Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
- November 2007 (Revised March 2009)
- Case
Allston: Brand vs. Architecture
By: Andre F. Perold, Arthur I Segel and Christopher M. Gordon
Harvard President Lawrence Summers had presided over the final interviews of world-renowned architects being considered for the science complex planned for Harvard's expanded campus in Allston. The selection process had absorbed nine months in 2005 and amplified the... View Details
Keywords: Decision Choices and Conditions; Brands and Branding; Design; Urban Development; Selection and Staffing; Construction Industry; Boston
Perold, Andre F., Arthur I Segel, and Christopher M. Gordon. "Allston: Brand vs. Architecture." Harvard Business School Case 208-079, November 2007. (Revised March 2009.)
- 13 Sep 2010
- Research & Ideas
The Consumer Appeal of Underdog Branding
attractive. Why? The reason might be an increasing willingness on the part of consumers to identify with the underdog. In today's economically difficult times, it appears, underdog brands are gaining psychological, View Details
Keywords: by Martha Lagace
- July 2008 (Revised September 2008)
- Case
Work is Good: Branding the Employ+Ability Mission
By: Lynda M. Applegate, Monica Higgins and Susan Saltrick
Employ+Ability, a small company employing developmentally disabled adults, finds itself competing with low-cost producers of its core products-therapeutic hot and cold packs. How might an innovative branding campaign, centered on the company's core value of "Work Is... View Details
Applegate, Lynda M., Monica Higgins, and Susan Saltrick. "Work is Good: Branding the Employ+Ability Mission." Harvard Business School Case 809-028, July 2008. (Revised September 2008.)